2014 Winners & Shortlists

The Campaign

Due to years of war in Lebanon, the country suffers from the absence and inefficiency of governmental accountability and lack of civic education. When the birth of a child triggers a local war between 2 neighborhoods, and a wedding celebration turns into a funeral, it is very clear that "Celebrations" in Lebanon have taken a very bad twist. "CHEYEF 7ALAK?" which means "PROUD OF YOURSELF?" is the biggest and most popular social movement in Lebanon. The new "CHEYEF 7ALAK?" campaign puts shooting incidents during celebrations under the public eye, a wake-up call that was crucially needed to initiate a change of behavior in that regard.

Success of the Campaign

By constantly shaming wrongdoings, the impact of the campaign first became tangible through the huge online buzz around the TVC that harnessed a remarkable number of views and shares , becoming one of the most talked about campaigns of the year. Prominent bloggers praised and shared the TVC as well as ministers and politicians through their social media accounts – notably the Minister of Telecommunication and the Minister of Energy & Water. The online community pressured the government to act. As a result, the Minister of Interior warned against celebratory gunfire on NYE and took measures against wrongdoers . More remarkably, as a result to the extensive media deployment and the viral effect of the 2 TVCs, two of the most popular political figures in the country publicly shamed and officially forbid the usage of firearms during celebrations - on national television , a major step in the battle for a more civilized Lebanon.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The main objective was to expose this uncivilized behavior in order to shame the people responsible for it. The campaign started off with 2 viral TVCs, a sarcastic showcase for reckless shooting and stray bullets in Lebanon. To build up on this derisive approach, a radio spot was broadcasted nationwide and consisted of tutorials to recognize the occasion behind each type of shooting. Ambient/Guerilla advertising of fake bullet hole stickers was applied to windshields to draw people's attention to the drama behind their irresponsible acts of celebration. Moreover, a customized "CHEYEF HALAK?" mobile app was created for people to celebrate exactly the same way, but without casualties, by choosing the celebration and producing the gunfire sound they are fond of.